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In this article, you will learn about the different attribution models and their advantages and disadvantages. A special focus is placed on machine learning, which enables media mix modelling (MMM) with a high model quality. In recent years, media consulting and planning has seen an increasing volume of requests not only to measure properly but also to predict and efficiently plan the impact of media campaigns using data-driven solutions. First is to define what are the constraints: how different media channels can be combined as sensibly as possible within a given budget or what goal can be achieved with the [...]